Addressable Media & The Holy Grail of Multicultural Marketers

Apr 21, 11 Addressable Media & The Holy Grail of Multicultural Marketers

By Jim Legg, Executive Vice President of Leadership and Integration

“For years, the Holy Grail of TV’s future has been for cable TV systems to achieve Internet-like interactivity with their subscribers. In fact, the possibility of addressable TV advertising has been talked about for so long that it has taken on urban myth-like status for many cynics,” Antonio Neves, Ad Age. An urban myth no longer, addressable media is more of a reality today and is gaining ground to become a vital part of the future of advertising. The extent of consumer profiling that can be conducted is yet to be determined by the U.S. government, and will dictate the future of addressable media. However, marketers see its value and are not slowing down.

With the right marketing model and addressable media, traditional TV’s impact and reach with new technologies and marketing solutions can better connect brands with consumers. Canoe Ventures, a technology consortium of the country’s six largest cable companies, allows brands the capability to specifically target consumers with certain creative or nuanced messaging, based on the consortium’s cable zone technology overlaid with Experian data.

For example, a credit card company can run a spot nationally for one of its standard credit cards. For the cable zones that have higher incomes, based on the Experian data, the brand can run nuanced creative for a higher-end card that will resonate better with that audience. Ultimately, the infrastructure and intelligence helps match more relevant marketing messages with audiences.

The U.S. Census data continues to reveal how the multicultural U.S. population continues to evolve. Understanding this, the power of addressable media is amplified as it can provide marketers a way to target consumers with the most appropriate and culturally relevant message.

“Like the credit card example given, sooner rather than later addressable media will allow advertising to specifically target by ethnicity and language preference. Marketers should consider an agency partner that understands the evolving U.S. landscape, has a model that addresses it, and is proficient in addressable media,” said George L. San Jose, president & COO of The San Jose Group (SJG). “A brand’s goal should to be to go to market with a creative message based on global consumer insights; however, the overall idea encourages nuanced messaging as needed, and addressable media allows us to do this”, he added.

SJG is developing pilot programs that consider both its Convergent Marketing Solutions model and addressable media to address multicultural consumers. The agency’s model creates strategies that appeal to the common connection points found across all segments of a brand’s total market customer base.

The pilot programs will result in fewer overall productions and costs for clients, and more versioning of the creative, as well as minimized wasted impressions and maximized media reach.

For more information about the San Jose Group please visit


  1. Have you ever thought about adding a little bit more than just your articles? I mean, what you say is fundamental and all. However think about if you added some great visuals or video clips to give your posts more, “pop”! Your content is excellent but with pics and video clips, this blog could definitely be one of the best in its field. Wonderful blog!

    • to myself where are the other races? Why are they not rrnseeepted on the show?, I remember that after the first ten women made their entrance they all began to blend into the same person. I guess part of my confusion on keeping them separate is that many of the girls shared similar physical characteristics. Most of the women were of the same thin body type and basically the the same skin tone and personality wise, well they all seemed a little fake, rehearsed, and ridiculously flirty (but I mean what can you expect it is a “reality” show).I found that the only way I could tell them apart at first was hair color and started to categorize them as the “blondes” and “brunnettes”. I actually felt bad for the bachelor because it was hard for me to put a name with a face and I wasn’t in charge of having to eliminate anyone.Now that I think back number 1 it scares me that I didn’t consciously acknowledge that many of the races had been left out and number 2 it scares me to think a show in today’s diverse and accepting world would allow for this white dominated contestants and number 3 it scares me to think what kind of message does this send to women and girls of color as well as white women. Being a male I can’t experience this first hand but it really has to make you have some kind of image complex or anger or some negative feeling when you watch all those contestants walk out to introduce themselves and one after another of these “image of beauty” women are all or mostly white. I understand the guy was white but wow talk about limiting his options based on appearance anyway and reinforcing the idea that white men should marry or date white women. I feel more Americans probably watch reality shows than pay attention to the news or read up on race relation topics or interracial relationships and this is becoming more accepting, but what knid of message is being conveyed when a white man only has white women choices? I think its time the ABC network consider what they air because these types of shows really impact peoples’ lives and shape their views.Personally, just based on looks alone I have found women of all colors, races, body type attractive (although personality can really make or break the deal), but it really concerns me to think how many people may watch these shows and never see a problem with at least the lack of choice for diversity. Again it is not just race, but all these women look the same “Model” look. I mean no wonder there are products out on the market for whiting skin cream and plastic surgery and anorexia. It’s time we start to diversify are outlook on what it is to be beautiful so that there is not one single perfect model of beauty that the media portrays: the thin, white barbie doll look. Then may be some insecurities that some women may have will be lifted and the pressure of looking a certain way will lessen, so ( I know I sound cliche) they can be them self. I mean personally I’d much rather be with a confident girl that was happy with herself, than some “model” that was always unhappy with herself.

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